Overview
- Lidl says it will spend zero on linear TV in France in 2026 after the Paris appeals court ordered €43 million in reparations to Intermarché.
- Judges found 374 spots aired between 2017 and 2023 misleading for promoting prices without guaranteeing 15-week nationwide availability required under ARPP guidance and a 1992 decree.
- The retailer plans to challenge the ruling before the Cour de cassation.
- Linear TV represented about 22% of Lidl France’s media investment last year, while the group spent roughly €400 million on advertising in the first three quarters of 2025, ranking as the country’s No. 2 advertiser.
- Broadcasters and industry figures, including M6’s David Larramendy, call the rule outdated and warn that shifting budgets to platforms like Google, Meta, Netflix and Amazon could strain French media funding.